The Challenge

Gojee wanted to grow the number of active users on their mobile app while also targeting new segments. Thinking about Gojee’s new branding style, I knew imagery had to play a big part in the ads.

There were four ads, three of them were unexpectedly crafted.

The Idea

To advertise Gojee’s mobile app, we pulled forth the visual identity system we created for their brand of macro photography, and captured moments in their user’s lives where Gojee’s app could come in handy.

We designed advertisements to look like recipes, with titles that were deceivingly similar to titles of real recipes on their app, but when read closely, the ads weren’t recipes at all. The ads told a story instead – Spicy Manhattan: a night in the city with friends; Energy Bites: staying motivated in routine; The Perfect Pour Over: navigating high pressures at work.

Each ‘recipe ad’ targeted a specific user group Gojee was wanting to capture. Millennials who love to entertain, health attics who are calorie-wise and busy gen-xers who may enjoy reading the news in the morning, but still use technology during their day.

Underground (and aboveground) mornings were greeted with taste.


Agency: Freelance
Client: Gojee
Project: Advertisement
Art Direction + Copy: Erica Fontana
Photography: Gojee / Shutterstock / Unsplash

March 25